JMU - Athletics logos and marks

Athletics logos and marks

Careful regard for the proper treatment of JMU’s logos and marks is vital in promoting and protecting the university's brand identity. Because graphic components that appear in published communications influence people’s perceptions of JMU, the university’s athletics logos and marks have specific standards that must be followed.

Duke Dog logo

In honor of the university’s second president, Samuel Page Duke, JMU’s athletics teams are known as the Dukes, and Duke Dog is the university’s athletics mascot. The Duke Dog logo is the preferred mark to identify JMU athletics. The logo consists of an illustration of a ferocious bulldog, adorned with regalia and positioned above the letters “JMU.” The entire logo is surrounded by a purple control-shape background and black outline. Click here for standards and download.

Duke Dog secondary mark

The Duke Dog secondary mark consists of the head of Duke Dog positioned to the right of the letters “JMU” and the name of an athletics team or athletics organization. A purple control-shape background and black outline surrounds the entire logo. Click here for standards and download.

Duke Dog mascot mark

When presentation limitations prohibit appropriate use of the Duke Dog logo, the Duke Dog mascot mark may be used. The mark consists of the head of Duke Dog surrounded by a purple control-shape background and black outline. Click here for standards and download.

JMU letter mark for athletics

When presentation limitations prohibit appropriate use of the Duke Dog logo or Duke Dog secondary mark, the JMU letter mark may be used. The JMU letter mark consists of the letters "JMU" in gold surrounded by a purple control-shape background and black outline. Click here for standards and download.